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Smart lectures empower delegates on Day-2 of IAF show
Oct '14
The second day of the IAF’s 30th World Fashion Convention in Colombia saw Gustavo Mutis, President of Center for Leadership and Management revealed a new paradigm - Collective Intelligence, where a group of individuals is always smarter than any single individual.

Leonardo Furno of VF Corp spoke about the company’s plan to double its South American US $350 million business. It was difficult though, he said, to structure the business in a continent where in Chile, 90% is imported and in Brazil and Argentina, 90% must be made locally as a result of high tariff barriers.

Massimo Mazza, Partner at McKinsey and Company – Brazil, highlighted the importance of Brazil as a market. “Despite the current economic slowdown, fast moving consumer goods spending is up,” he said.

According to Mazza, the best growth in Brazil is found in tier-II cities amid high entry barriers and variable periods of high and low growth. “Nevertheless, a global brand must be in Brazil,” he insisted.

Tom Julian, Director of Strategic Business Development at Doneger Groupthen spoke on the important group of young customers termed the millennials.

Best brand strategies to reach this group according to Julian are through product innovation, embracing a lifestyle experience and branding by storytelling.

He showed many examples of how successful brands and retailers in the US such as Forever 21, Victoria Secret and Urban Outfitters use these strategies.

Stefan Siegel, founder of Not Just a Label enlightened the delegates with its innovative way of connecting 17,000 young and upcoming fashion designers from all over the world to clients from across the world.

Siegel informed about the systemic change which these designers are creating. Many have taken themselves out of the seasonal approach working in a more artisanal way.

“Larger brands, looking for the authenticity their clients are demanding, are starting to support local design communities,” he informed.

Both Siegel and Julian advised Colombian brands to build on their ‘Colombianness’ when exporting. (AR)

Fibre2fashion News Desk - India

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